Purpose – The purpose of this paper is twofold: to empirically analyse how customer corporate social responsibility (CSR) perceptions impact on the perceived service quality (PSQ)-loyalty relationship in the banking industry of Pakistan; and to evaluate the mediating role of customer trust in that model. Design/methodology/approach – Based on a field survey of 408 customers of five different banks of Pakistan, the hypothesized model is tested through partial least squares based structural equation modelling. Findings – The findings demonstrate that banking customers in Pakistan recognise CSR as a multidimensional construct that serves as a direct determinant of PSQ, trust, repurchase and word of mouth (WOM) intentions. PSQ also influences customer trust directly and positively and trust has a direct and positive impact on repurchase and WOM intentions. On the contrary, PSQ does not influence repurchase and WOM intentions directly. Its effect is mediated by customer trust. Practical implications – Contrary to the previous mixed findings reported in the literature, this research confirms the explicit contribution of CSR towards customer perceptions and intentions in the context of the banking industry. The findings suggest that banking companies should take great care over preparing their CSR initiatives and include them in their marketing plans in order to improve customer loyalty intentions. In this way, CSR can enhance PSQ and customer trust, which are two key constructs in the loyalty model proposed in this paper. Originality/value – The originality of the paper lies in the context in which the research was developed. The banking industry of Pakistan had not previously been extensively researched. The proposal for a comprehensive model that evaluates the role of customer trust is another key contribution of the paper. Previous research has not extensively studied the role of trust in loyalty models that evaluate CSR perceptions along with PSQ.

Purpose The purpose of this paper is to investigate the impact of customers’ perceptions of corporate social responsibility (CSR) on affective and continuance commitment. It analyses the moderation effect of relationship age on the CSR-commitment relationships in the banking industry of an emerging economy. Design/methodology/approach Partial least squares based structural equation modeling was used to test the proposed hypotheses in a sample of 360 respondents collected from the retail banking sector of Pakistan. Findings Customers’ CSR perceptions directly and positively influence affective and continuance commitment. The findings also confirm that relationship age is a positive moderator of the CSR-continuance commitment relationship, but does not influence the CSR-affective commitment relationship. Practical implications Marketers should use CSR activities to enhance customers’ commitment. Given the moderating role of relationship age, marketers should devise different strategies for new and long-term customers. The results clearly show that relationship age affects the CSR-continuance commitment relationship. Long-term banking customers will more likely be in a binding relationship when their banks do CSR activities and disseminate those activities to long-term customers. The study explicitly indicates that maintaining long-term customers’ base through CSR activities helps the marketers in achieving sustainable competitive advantage. Originality/value First, it is the pioneering study to empirically investigate the understudied relationship between CSR and continuance commitment. Second, it examines the moderation effect of relationship age on CSR-commitment relationships in the banking industry of an emerging economy.

Purpose This paper aims to examine the mediating role of environmental concern in the relationship of green purchase awareness and purchasing behavior of fast food consumers keeping in view the theory of planned behavior. Design/methodology/approach A quantitative, cross-sectional design is used by collecting primary responses through a validated questionnaire. In all, 1,008 male and female buyers of fast food were sampled. Structural equation modeling is applied. Findings The results revealed that green purchase awareness has a positive relationship with green purchase behavior, and environmental concern has no mediation in the relationship. Upon having awareness, the respondents adopted green or pro-environmental behavior, but at the same time, they were found having least concern for the protection of environment. Research limitations/implications This is a cross-sectional study with questionnaire. Multiple sources of data collection results in weakening self-reporting bias. Practical implications Implications count toward individuals, enterprises and society at general. Originality/value The study highlights the issue of not having concern for the protection of the environment even after having green purchase awareness. This is the first time the environmental concern is examined as a mediator in the selected relationship. The contradictory results of having no environmental concern differentiate this study from others.

The scaling exponent of a hierarchy of cities used to be regarded as a fractional. This paper investigates a newly constructed system of equation for Hepatitis B disease in sense of Atanganaa–Baleanu Caputo (ABC) fractional order derivative. The proposed approach has five distinctive quantities, namely, susceptible, acute infections, chronic infection, immunized and vaccinated populace. By applying some well-known results of fixed point theory, we find the Ulam–Hyers type stability and qualitative analysis of the candidate solution. The deterministic stability for the proposed system is also computed. We apply well-known transform due to Laplace and decomposition techniques (LADM) and Adomian polynomial for nonlinear terms for computing the series solution for the proposed model. Graphical results show that LADM is an efficient and robust method for solving nonlinear problems.

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